Leveraging PR to Humanise Financial Services
Attributed to Angela Yore, CEO of SkyParlour.
In the ever-evolving financial landscape, the role of public relations (PR) professionals has become crucial in shifting the narrative around financial services. Historically seen as impersonal and transactional, the industry is experiencing a transformation toward more human-centric, empathetic, and personalised experiences. The demand for services that resonate on a deeper, more emotional level is growing, and PR is at the heart of communicating these changes.
The power of storytelling in a human-centred financial world
Financial services are no longer just about numbers and transactions, they are increasingly about connecting with consumers as individuals. With rapid advancements in fintech, particularly through hyper-personalisation, there is a profound shift from generic offerings to tailored, user-centric experiences. PR professionals are uniquely positioned to tell the stories of how fintech companies are empowering individuals by using technology like AI, big data, and machine learning to cater to specific needs and behaviours.
This movement is more than just a trend; it’s a transformation that’s here to stay. Consumers are looking for financial experiences that are empathetic and aligned with their personal journeys. PR can highlight these changes, showcasing how fintech is not only improving financial literacy but also democratising access to services by eliminating traditional barriers like high fees and geographic limitations.
Making empathy and trust the cornerstones of fintech
As fintech companies integrate advanced technologies into their offerings, the human element remains essential. Trust, security, and empathy are foundational to building lasting customer relationships. For PR professionals, this presents an exciting opportunity to emphasise the human side of fintech innovation. From AI-driven, personalized advice to live chat financial advisors, the focus is on creating meaningful, emotional connections that traditional financial institutions often miss.
Financial anxiety, often driven by uncertainty, can make managing personal finances overwhelming. PR can highlight how fintech’s hyper-personalised solutions help reduce this stress by providing actionable insights and recommendations. In doing so, fintech can be portrayed not just as a service, but as a solution for alleviating financial worries and empowering individuals.
Addressing challenges: privacy, adoption, and accessibility
Despite its transformative potential, hyper-personalisation does present challenges, particularly around data privacy and user adoption. PR plays a critical role in navigating these issues, ensuring that fintech companies communicate robust security measures and transparent data policies. This builds trust with users who may be wary of sharing personal information.
Another hurdle is the adoption of new fintech solutions, especially among less tech-savvy populations. PR professionals can highlight how fintech companies are overcoming these barriers by simplifying user interfaces, offering guided onboarding experiences, and providing multi-channel support.
These efforts position fintech as accessible and empowering, making it an ideal focus for PR campaigns centred on inclusivity.
The future of fintech is one where personalisation, empathy, and inclusivity define the customer experience. As technology continues to advance, fintech solutions will become increasingly tailored to the diverse needs of users, all while maintaining a focus on human connection.
PR professionals are uniquely positioned to help drive this evolution, crafting narratives that highlight how fintech is changing the way individuals manage their finances, making it more accessible, less stressful, and more aligned with personal values.
By amplifying the stories of how hyper-personalisation is reshaping the financial sector and empowering consumers, PR professionals can help build trust, drive adoption, and foster deeper, more meaningful connections between fintech companies and their users.
For more information, or to find out how the right PR strategy can help elevate your intech brand, email info@skyparlour.com,angela@skyparlour.com, or call +44 (0) 330 043 1315.